ClassPass: Process Behind Helping Partner Studios With B2B Marketing

By Amit Chowdhry ● February 1, 2020
  • ClassPass Head of B2B Marketing Amanda Raines recently revealed how the company is helping its partner studios with marketing

ClassPass Head of B2B Marketing Amanda Raines recently wrote a guest post on Google’s Outreach & Initiatives blog discussing how the company helps its partner studios with marketing. ClassPass — which is a service founded by Payal Kadakia Pujji offering a monthly membership to more than 30,000 fitness studios and gyms across nearly 30 countries — recently raised $285 million at a valuation of more than $1 billion.

“90 percent of the fitness industry is comprised of small businesses that offer classes to keep people healthy and foster strong communities. Many of them don’t have a big marketing budget, so they struggle to promote their classes to the right people. Plus, they lose money if they don’t fill all the spots available in their classes. That’s where ClassPass comes in. People use our app to find open spots at fitness studios, which brings those businesses additional revenue and visibility in their communities,” wrote Raines.

Essentially ClassPass creates branded micro-sites for its partner studios to make it easier for fitness enthusiasts to find the nearest classes through Google Maps and search results. ClassPass creates mini websites for each partner studio within the ClassPass platform to give customers essential information. Since the app is connected to Google Maps, people can see nearby studios and the class times based on their preferences.

“By surfacing these businesses on Google with rave reviews, precise location, and up-to-date schedules, ClassPass helps all fitness enthusiasts to discover our partners, regardless of whether they use ClassPass to book,” added Raines. “Supporting these entrepreneurs isn’t just the right thing to do; it makes good business sense, too. To expand ClassPass to new regions, we need to continue to increase the number of people using the app to sign up for classes. On the flip side, we need to build a list of studios in a city to entice new customers to try the app in the first place.”

ClassPass also uses Google Ads to reach leads on both sides of the marketplace. This results in people testing out group fitness for the first time. And ClassPass uses Google Analytics 360 to make decisions about the regions where studios are located and how time and energy should be used for attracting new customers: